A Study of Factors Influencing Thai Tourists' Decisions to Visit Tai-Yuan Community in Sao Hai District, Saraburi Province

Abstract

        This research aims to 1) explore the behaviors of Thai tourists traveling to the Tai-Yuan community in Sao Hai District, Saraburi Province, and 2) analyze the factors influencing the decision-making process of Thai tourists visiting this community. The sample for this study consists of 400 Thai tourists who traveled to the Tai-Yuan community in Sao Hai District, Saraburi Province, selected through convenience sampling. A questionnaire was employed as the instrument for data collection.
        The research findings indicate that the overall level of opinion regarding the service marketing mix factors influencing the travel decisions of Thai tourists is high. Among these factors, the process factor has the highest average score, followed by the physical factor and the product factor. The analysis of the service marketing mix factors that significantly influence the travel decisions of Thai tourists, at a statistical significance level of .05, identified five factors: physical factor, product factor, process factor, promotional factor, and service personnel factor.The multiple correlation coefficient (R) was found to be 0.953, with a predictive power (R²) of 90.9%. Therefore, relevant agencies in the area should prioritize the development and improvement of tourist attractions to align with the needs of tourists, as well as establish service marketing strategies to promote community tourism and attract tourists to return for repeat visits.